Creating a New Category in Cloud
Lucidworks helps enterprises deliver the delightful experiences that customers expect (yet rarely receive) by connecting insights from anywhere and making them available everywhere. The team at Lucidworks challenged April Six to relaunch the brand and introduce its Connected Experience Cloud (CXC) not merely as a new solution in an existing category, but as an entirely new category pioneered by the company.
In differentiating CXC to Lucidworks’ prospects, April Six would need to highlight the urgency of understanding customer intent—and reminding the audience that a customer isn’t just the person buying the company’s services. It’s also the company’s employees who rely on access to knowledge to deliver innovation to buyers, and the support agents who are on the frontline of customer experience.
A moment is all it takes—to keep customers engaged or lost to the competition; to keep employees enlightened or lost to the indecision. In that simple, foundational insight, the April Six team identified a relevant truth that would inspire both verbal storytelling and visual design. This is “Lucidworks in the moment.”
The fresh, new brand approach reflects Lucidworks’ mission: to make it simple for its customers to deliver the best search, browse, and discovery experiences. From the refreshed website to updated content and digital-marketing assets (including a series of dynamic use-case videos), the design and messaging invites relevant audiences to explore the possibilities of Lucidworks and engage eagerly with the brand.
In design and execution, it was about capturing that instant of clarity or discovery, and conveying the impact of connected experiences. That’s “Lucidworks in the moment.”
The brand’s clean, crisp look-and-feel can be described as “hyper-realistic.” It is designed to cut through the marketing clutter with bold hues and dynamic photography of individuals surrounded by radiating waves of color. It all comes together to signify the human impact (clarity, meaning, confidence, etc.) that CXC-enabled individuals feel in critical shopping or searching moments. The flexibility of the “_____ in the moment” theme allows us to extend the idea beyond the Lucidworks brand to include any action or objective. In that way, “Lucidworks in the moment” serves as a timeless launchpad for branded storytelling.